Good morning, June. Good morning. Good morning to everyone in the room and everyone online today, to the members of the European Excellence Exchange and Journalism Consortium, to the media practitioners, and to all the guests. So I'd like to start by first congratulating the consortium and the community media grantees and participants for this remarkable success, for the success of the public health media and information literacy, the Community Media Strand Project. This initiative is a testament to the power of collaboration, enhancing health literacy across communities. health literacy across communities. Thank you also for inviting us at the World Health Organization to this gathering, and we celebrate with all of you in all your achievements. As mentioned by Yvonne at WHO headquarters, I belong in the vaccination demand and behavioral sciences team. Hence, in this small talk, I'll be giving references to vaccination later on. And in our team, we are constantly encouraged by initiatives that emphasize the vital role of communities in improving the uptake of health services. And your work in community media is one such prime example of such initiative. Let me start first also by talking about trust, which Alton has earlier hinted on, that trust is foundational in our work in public health. The effective functioning of health systems relies on trust, and trust shapes how communities perceive, engage with, and follow health advice. So when trust erodes, so do people's motivations towards adhering to healthy behaviors. We saw this during the COVID-19 pandemic that declined in trust in vaccines, and not just in vaccines themselves, but in the system probably that decides on them and that delivers them. Distrust in all of these or in any of these can lead to lower vaccination rates and probably local outbreaks. In today's fast-paced and global information environment, building and maintaining trust in public health systems and institutions have become increasingly complex as well. And there's this deluge of information and as mentioned earlier, truth and critical thinking gets drowned in all these. And along with the correct information or misinformation and disinformation, and this context has made trust building become a very formidable challenge. And we're just talking of the information environment here. And it's just one part of the complex interplay of different contexts, of different systems, and different relationships that shape trust. So the issue we have now is how do we build and sustain trust? And we know, and you know by heart, that to do so, we start with communities, and we need meaningful community engagement to do this. Now, community engagement has been a term even in the public health sphere, which has been used so often that sometimes we may not have embraced the true meaning of it. It might have been used in a very tokenistic manner, but we are learning from you, working on the ground, what this truly means, that community engagement, for it to be meaningful, it seeks to ensure that everyone has a voice. It brings people together and gets everyone involved in decision-making. It entails understanding the different issues, creating solutions together, and addressing any power information imbalances that might exist. And it is a critical component also of health programs to achieve the intended public health outcomes. So for example, in our field, our bible, so to speak, is the Immunization Agenda 2030 or the IA 2030. This is the global strategy that envisions a world where everyone, everywhere, at every age, fully benefits from vaccines for good health and well-being. And central to achieving this vision is the emphasis of IA 2030 in people-centered approaches. IA 2030 in people-centered approaches, and that is ensuring that immunization services are designed, managed, and delivered to meet the specific needs of individuals and communities. So that is to say that for public health broadly, and specifically for immunization, and to achieve these different goals, it is thus essential that individuals and communities are at the heart of strategies. So it is through these lenses of trust building and meaningful community engagement that I reflected on my topic today, the topic assigned to me by Birgit earlier. Why use community media for public health? And I realized that I need not go far for answers from this, but take inspiration from some of my previous experiences in the previous WHO country offices that I worked in. And of course, in the work that we have done, so in public health programming. 2021, when I was working at WHO Philippines back then, when there was a struggle in pushing up the vaccination coverages for high-risk groups, particularly for the older persons. What we did then was to connect with faith-based organizations, knowing that they have a wide network of their own media, plus their network of local and community media stations. And this was particularly important because in the Philippines, particularly in rural areas, access to information for the older population group was really through radios, through sister and sister radios. And this was an excellent way of reaching them. And when we speak of local and community radio stations, these are mostly driven and take some of their content from faith-based organizations. So that's why we connected these organizations, particularly the Philippine Council for Evangelical Churches back then and the Catholic group as well, and helped also in some of their live programming, such that we're able to convey messages and vaccination, which are tailor-fit as well and aligned with their own faith beliefs. So it was an interesting exercise as well on framing vaccination messages which resonate with their own truths as well. And in the past months, you have implemented your projects and you have very well experienced and lived out, breathed and lived out the very answers to the question of why use community media for public health. Community media extends beyond being mere channels for information dissemination, but are dynamic platforms that foster connections essential for building trust in public health within communities. And this is exemplified by three different facets, among many others, which you very well know of. First, involving community members in the creation process encourages ownership and active participation in their own health, and it touches on important topics such as one's agencies, one's accountability, one's decision-making for one's own health. Community media provides a space for discussing topics that resonate deeply within the community's experiences and needs, and by consulting with communities, your radio programs are brought to open discussion issues that may be controversial or polarizing to discuss through other channels. I've seen you discuss topics such as men's issues, loneliness, drug addiction, child abuse, and these are difficult topics really to discuss on a broader channel. You have helped community members make informed decisions on their own very specific health concerns. Second, by tailoring content, you help ensure that health messages are contextually relevant, impactful, and that they resonate with the community's cultural nuances, language, and values. It was encouraging to learn how your programs featured conversations between local experts and individuals coping with personal health challenges and looking at ways on combining personal narratives and stories and experiences with what science tells about geese. And this approach hopefully helped make these messages better understood and more easily acted on by the communities that you serve. And third, providing a space for feedback on community needs, help pave the way for local concerns to be acted upon, thereby contributing to improving access to health services. Because as you know, it's not just information which enables behavior, but it's important as well to nudge people towards better access and availability of health services. Notable examples among your programs are practical dimensions or practical discussions on helping immigrant populations navigate the local health system, or even providing advice on accessing and optimizing the use of digital health records. So we see these critical elements of meaningful community engagement, co-creating solutions, tailoring to specific needs, enabling feedback, and empowering healthy behaviors, all of these so conveniently and efficiently converge in community media. So why use community media for public health? So in essence, community media demonstrates that meaningful community engagement, what meaningful community engagement truly means. And meaningful engagement, as we have known, is the bedrock of building community trust in health systems. So today we celebrate the culmination of your projects, but we encourage you to sustain the gains that you have started in public health programming. We encourage you as well to continue re-anchoring relevant content in scientific evidence while contextualizing them to remain resonant with the community and providing the space, the platform for questions and concerns, but not just for questions and concerns, but also for amplifying positive narratives and success stories in public health, such as what vaccination has done, for example, into saving lives and preventing hospitalizations and deaths. So we look forward to leaning insights from your experiences through the reports and publications from this project. And together, let's continue to build trust, empower communities, and work towards our shared goal of health for all. Again, congratulations to this very remarkable achievement, and I wish you a fruitful and enlightening day of exchanges ahead. Thank you so much, Jun, for this very insightful speech, really interesting and very, very important.